This week marks the opening of a new double-store space from Helmut Lang and Theyskens’ Theory. The concept boutique, located at 93 and 93.5 Mercer Street in SoHo, looks to push the contemporary design envelope in fashion retail. Fusing two distinct environments into one store presents an interesting juxtaposition in style and design innovation; both brands are hallmarked by varied, progressive and modern aesthetics.
Helmut Lang creative directors, Nicole and Michael Colovos, who have guided the contemporary brand since 2006, sought to interweave Helmut Lang’s legendary, downtown formula with the construction of the new store. This involved a play between urban and natural themes as well as the use of polished woods, steel, leather, mounted horns, other raw materials, industrial fixtures and antiques (some of which are on sale and come as a the result of a with Zak Wing of Holler and Squall in Brooklyn, NY). Many pieces of the collection are even fancifully displayed about as if objets d’art in an art-installation.
For spring 2011, the design pair is introducing their first handbag collection—composed of six styles that pay homage to the iconic distressed, vintage motorcycle jacket. They bags are available at 93 Mercer Street.
On the other half, at 93.5 Mercer Street, newly appointed creative director, Olivier Theyskens (previously of Nina Ricci) and Andrew Rosen (founder and co-CEO of Theory) present Theyskens’ Theory. The synthesis of Theyskens’ darkly, gothic romance, with the wearable, urbane makeup of Theory, has already received plenty of buzz after the label’s first runway show, this past February.
The creative minds behind the Theyskens’ Theory store have integrated shades of black and shadowy metallic to produce a moodiness that compliments Theyskens’ edgy, day-to-night collection. Other embellishments in the narrow space, include impressive photographic images by artist, Julien Claessens that hang hauntingly along the wall.
The Helmut Lang and Theyskens’ Theory SoHo store (90/93.5 Mercer St ) will only be open for six months; expect it to be a sensation…
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